Content Synthesis 101: 5 Tips for Creating Captivating Content

If there’s one aspect of digital marketing that is important to get right, content is often one of the first things that springs to mind. Without good content, what do we really have? It is the solid foundation upon which everything else within our marketing strategies is built, especially when it comes to search engine optimisation.

However, when pumping out heaps of content, it is sometimes possible that we lose sight of what makes our content truly charming. And when our following stop paying attention, we are left dumbfounded and heartbroken as to why they won’t notice us.

Creating captivating content isn't always easy. So, the following piece outlines some excellent pointers that might just turn that frown upside down. You guessed it. We’re talking about the magical E-word that all content creators and digital marketers strive to increase: engagement.

Give it Some Personality

This one is crucial. With the amount of competition out there, what reason do people have to engage with your content rather than the likes of, say, your biggest competitor? There really is no question about the fact that, when producing content, it must give off a certain flavour that is unique to you or your brand; a voice that stands out among the crowd.

Don’t Be too Salesy

This tip is linked to the previous and should be noted by fellow e-commerce companies. We’re not sure if you’ve heard yet, but … old methods of advertising are dead. We’ve all seen and heard just over a million adverts each, and we are all now very much used to the typical tricks of the trade. In this day and age, rather than being salesy, it is the wiser move to become more of a thought leader. Give your following something to think about, something to talk about. People don’t want to be bombarded with bland, corporate messages. Tell your audience something they want to hear. This can also be very rewarding, as you may well find that it is a more enjoyable way of marketing your business.

Visuals, Visuals, Visuals

Visual content takes the cake in 2018, people. Got it into your head yet? If not, keep repeating the word 'visuals' until it doesn’t sound like a proper word anymore, alright? People want to see what you’re talking about, not read. And with the advent of social media, why not give the people what they want? There really aren’t any excuses anymore. Scrap your pie charts and start making some infographics. Visual content is roughly 40 times more likely to be shared on social media than any other type of content. Remember that one.

Engage with Your Audience and They Will Engage Back

Here’s another important tip. If you start to engage with members of your target demographic, they will engage back. First of all, it shows that you care about your following and take time to respond to them. Second of all, it shows true appreciation for those your brand is aimed at, considering them as more than just simply customers. It shows that your business can - and will - go above and beyond in order to keep up relations with your following.

Create Evergreen Content

For those of you that haven’t heard, evergreen content is something that is continually relevant. It’s something that can be useful to readers at any time of day, month, or year. This means that, if you’ve done this correctly and created a piece of evergreen content, engagement for said piece should stay consistent over time.

It is important to note, however, that you shouldn’t be making evergreen content for the sake of it. Naturally, not everything you do is going to stay relevant. But we shouldn’t try to escape this; we should in fact embrace it.

Why not put these tips to the test and see if your engagement increases? If you’re struggling with content engagement, get in touch with our team to see if we’re able to be of assistance.